Dakota Duran
In the ever-evolving world of sneaker fashion, Onitsuka Tiger sneakers have made a remarkable resurgence. They were once a staple of 1960s athletic wear, and these retro kicks are now a coveted item on the streets and social media feeds of 2025.
Sophomore data science major Liana Mendoza originally discovered the brand in the Philippines, where she says they are considered a “dad shoe.” She got her first pair, the Mexico 66 style with a colorway of white and silver, from Singapore. “I feel like [the shoes] are definitely the most comfortable pair of sneakers I’ve owned,” she said. “I do tours for the school and I walk a lot, so I wear these shoes. Whenever I want to go on a long walk and still be stylish, I choose these.”
The Mexico 66’s slim silhouette, distinctive crossed stripes and fun colorways have become a fresh new fad. Fashion icons such as Kaia Gerber and Hailey Bieber have been spotted incorporating them into their casual ensembles, pairing the sneakers with everything from trench coats to relaxed denim.
“I’ve had a lot of Vans and Converse in my life, so it just felt like a different type of sneaker,” said JJ Person, senior media studies major, who owns a black and white pair of the EDR 78 style, which has a chunky, platform build. “I think in a way, the Japanese fashion industry and that type of world is definitely becoming a lot more popular.”
Onitsuka Tiger was founded in 1949 by Kihachiro Onitsuka and is one of Japan’s oldest footwear brands. The Mexico 66s first gained popularity during the 1968 Olympic Games, and their return today is powered by nostalgia, celebrity influence and a deepening Western interest in Japanese aesthetics.
“I think Japanese culture is currently trending because Japanese products hold a higher standard to quality and craftsmanship,” said May-Ya Nguyen, sophomore advertising major. “The influence we see Japan having in Western fashion trends is because of the unique approach that Japanese fashion has to styling garments. Japanese fashion, whether it’s street wear or high-end, revolves around individuality, timelessness and durability.”
Major fashion houses have also embraced Japanese influences, from Louis Vuitton’s collaboration with artist Yayoi Kusama to Uniqlo’s minimalist rise in American retail. But it’s the blend of fashion and function that’s seemingly resonating with Gen Z.
“I feel like Japanese style is more practical, but still really expressive,” said junior international studies major Paola Guerra. “These shoes go with literally everything—from cargos to skirts, and they’re not what everyone else is wearing yet.”
This desire to stand out while still staying casual has helped the Tigers climb the fashion ranks. Social media has only amplified their reach, as the sneakers are seen all over Pinterest, Instagram and TikTok, where influencers show the ways in which they style them. Because of its increasing popularity, prices have gone up significantly. While they originally cost $90, they now range from $120 to $185.
“I’ve been wanting to get a new pair, but they’re a bit more pricey now,” said Aleida Jimenez, senior psychology major. “They’re also no longer sold in the U.S.”
Onitsuka Tigers stopped selling in the U.S. in November 2023, without disclosing a reason. They reopened their U.S. online store August 2024, but still have no retail shops in-person. Despite having limited physical retail stores in the U.S., Onitsuka Tiger’s international appeal keeps growing. Students are hunting for rare colorways online and through secondhand apps like Grailed and Depop, proving that exclusivity—another hallmark of Japanese fashion—is still in high demand.
“I always hunt on Depop,” said Guerra. “While sellers sometimes overprice them, there are usually some good finds.”
As Japanese fashion continues to gain ground globally, Onitsuka Tigers are more than just a throwback. They are a symbol of cultural crossover.
“Americans are looking for a wardrobe that is going to last them a while while still being stylish. These shoes do that,” said Nguyen.
Editor-in-Chief: Jordan Premmer, Chief Copy Editor: Sophia McCrackin, Managing Editor: Jordan DelFiugo, Opinion Editor: Dakota Duran, Scene Editor: Elina Graham
